Dentsu
Aegis Network, a unit of Japanese advertising giant Dentsu Inc., has acquired digital agency DEG, the latest in a string of deals for the holding company.

Overland Park, Kan.-based DEG, which has around $50 million in revenue and 300 employees, is being sold for approximately $150 million, according to a person close to the deal.

DEG will become part of the Dentsu Aegis’s digital agency Isobar, which is looking to sharpen its marketing technology capabilities through deeper relationships with companies like
Salesforce.
com Inc. and
Adobe Inc.,
said Deb Boyda, chief executive of Isobar U.S. DEG has experience building and managing ad content and commerce assets for both platforms, which help businesses operate and track their customer service, sales, commerce and marketing activities.

“We felt like we needed to bolster our commerce capability to deliver not only digital marketing but commerce and omnichannel capabilities,” Ms. Boyda said. “DEG brings deep skill in the commerce arena.”

Isobar is known for its digital marketing expertise, including building and designing websites and applications. The goal, said Ms. Boyda, is to create brand experiences, whether through digital products in stores or better customer service, that encourage consumers to spend money on clients’ products and services.

Companies like DEG provide Isobar with broader business capabilities, helping it compete with consulting firms that are increasingly buying up marketing firms, she added.

The company has invested in a number of data and analytics and digital marketing businesses in recent years, including buying a majority stake in data marketing giant Merkle Inc. and acquiring smaller firms such as Gyro, B2B International and M8.